A prominent NASCAR sponsor is all set to make a return. After taking a seven-year break from the sport, it seems like The Aaron’s Company, Inc. will return to the world of stock car racing after partnering with Front Row Motorsports. If leaked images of the No. 34 car are to be believed, the vehicle features several sponsors such as Grillo’s Pickle, Loves RV Stop, and gener8tor, along with the word Aaron’s also neatly plastered on the door in white font. Quite a way to announce their comeback, right?

With Bob Jenkins’ Front Row Motorsports currently embroiled in a legal battle, getting a prominent sponsor such as Aaron’s seems like a big win. The team will need all the financial resources they can get, amidst the uncertainty regarding their charters and Cup Series future.

Front Row Motorsports breathes a sigh of relief

The Aaron’s Company has quite a history in NASCAR. They were full-time sponsors of Michael Waltrip Racing in the Monster Energy Cup Series and featured the company’s branding on the Kentucky native’s car during his final race. Worth an estimated $310 million, the sponsor partnered with Chase Elliott early on during his career and other notable NASCAR drivers such as Kenny Wallace, Mark Martin, David Ragan, and Johnny Benson Jr.

Apart from drivers, the company also sponsored races in the Cup and Xfinity Series. From 2002 to 2014, the sponsor’s name was featured in the spring race at Talladega Superspeedway, called the Aaron’s 499 at the highest level and the Aaron’s 312 in NASCAR’s second tier. The lease-to-own retailer also devised an ingenious marketing strategy by creating a dog mascot when the sanctioning body introduced the free pass rule in 2003. The company paid television networks to call the lap-down driver who received a free pass ‘Aaron’s Lucky Dog’.

The Aaron’s Company was founded by R. Charles Loudermilk 69 years ago. It focuses on leases and retail sales of computers, electronic appliances, and furniture, with over a thousand outlets in the United States and Canada. Apart from NASCAR, the organization has also been involved in the National Hot Rod Association, sponsoring Don Schumacher Racing in the World Drag Racing Series. The multi-million dollar company partnered up with Funny Car driver Jack Beckman and Top Fuel driver Antron Brown in the competition. Now back in the Cup Series, Aaron’s would hope Front Row Motorsports retain all their charters amidst their ongoing lawsuit against NASCAR.

As things stand, Front Row Motorsports is currently in the middle of a legal battle. Bob Jenkins’ team along with 23XI Racing refused to sign NASCAR’s final charter proposal ahead of the opening playoff race at Atlanta Motor Speedway and went on to file an anti-trust lawsuit. The plaintiffs recently had their preliminary injunction accepted and are expected to retain their charters amidst the lawsuit process. However, the sanctioning body is expected to appeal the verdict, as they want to stop the sale of Stewart-Haas Racing’s charters until the ongoing court case is resolved.

NASCAR fans weigh in after The Aaron’s Company makes a comeback

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As expected, it didn’t take long for NASCAR fans to share their thoughts about a multi-million dollar sponsor returning to the stock car racing world. While many remember the lease-to-own retailer’s presence in the sport back in the day, a fan was surprised that the company was still in business after its seven-year sponsorship hiatus. Expressing happiness at their return, a fan wrote, “Not gonna lie, didn’t know Aaron’s was still in business, glad they’re back.” Echoing that sentiment, another fan took inspiration from a Star Wars: The Last Jedi dialogue and went on to write on Reddit, “Somehow, Aaron’s has returned”, highlighting that their comeback was unexpected.

Even though The Aaron’s Company had taken quite a long break from NASCAR, they remained involved in the motorsports world. Revealing details about their sponsorship across different disciplines, a Reddit user went on to say, “Although Aarons hasn’t been in NASCAR since 2017 they didn’t leave racing completely. They have been a long-time sponsor of actor Chad McCumbee in the CARS tour and IMSA Pilot challenge.” Another fan weighed in on the company’s collaboration with Front Row Motorsports as an effective strategy to get back into the sport. The fan wrote, “I assume this is a B2B of some sort? That’s how these companies usually end up popping back in.”

Front Row Motorsports driver Todd Gilliland will be switching from the No. 38 Ford to No. 34 next year. Acknowledging that the 24-year-old racer will be carrying forward his sponsors to his new car, a NASCAR fan on Reddit wrote, “So this also confirms that Todd carried a lot of the sponsors he had with the 38 to the 34. I’m excited to see the damn pickle car back on the track in 2025.” It will be interesting to see if The Aaron’s Company is here to stay in NASCAR this time around, and will be expanding their sponsorships to races as well.